Aduna is an Africa-inspired health and beauty brand and social business. Aduna means 'life' or 'world' in Wolof, the local language of The Gambia and Senegal and the Aduna logo is borrowed from a Ghanaian Adinkra symbol called ‘Owia Kokroko’, which stands for vitality, renewal and the power of the sun. Aduna's mission is to breathe the vibrancy of Africa into the daily lives of people around the world, whilst creating a virtuous circle that feeds positive impacts back to the source. More than 25% of the world’s botanical species originate from Africa yet less than 1% find their way onto the shelves of health and beauty retailers. What if there was a brand which could bring the benefits of these unique and remarkable natural products to consumers at the same time as making a direct contribution to the millions of small-scale producers who cultivate them? Here is that brand: Aduna.
Andrew Hunt had worked in the ad industry, successfully launching brands for big companies that he didn't truly believe in. A positive spirit at heart, he found himself suffering from clinical depression. After the opportunity to volunteer in The Gambia with small-scale growers of fruits and vegetables, he stayed for almost four years, rejuvenated and inspired by the vibrancy of Africa, and by the potential of business to make a positive impact on the lives of rural smallholder farmers. Nick Salter had also been working for large, multinational companies and shared Andrew’s passion for Africa. On a business trip to Senegal he tasted a drink made from baobab and, convinced of its untapped potential, decided that this was where his future lay. Fast forward a few years, the two started Aduna to trade the African superfoods, providing a sustainable income to an estimated 8-10 million rural households.
Aduna was created to support the small-scale African rural producers that work to provide the contents of their fabulous products. Working in partnership with community organisations and purchasing directly from small-scale producers, Aduna is able to make a real impact in people lives. Baobab is a 100% natural, nutrient-dense, raw wholefood, with 50% fibre and high vitamin C content plus one of the highest antioxidant capacities of any fruit in the world. Moringa is a 100% organic green nutrient-dense superfood made from the naturally-dried leaf of the moringa tree. Highly prized for its medicinal properties, the tree is called The Miracle Tree. Aduna's cacao powder from beans that have been especially selected for their high-flavanol content. Unlike other superfoods, which are often highly-processed, Aduna's products are completely pure and unadulterated.